CSCI 343 Quiz 5

Question 1

demographic data

Answer 1

consumers’ demographic info in social media (age, gender, education, geography, etc.)

Question 2

product data

Answer 2

product data in social media, which are generated when a particular brand or product name is mentioned

Question 3

psychographic data

Answer 3

the type of social media data that indicates consumers’ personality, interest, and lifestyle

Question 4

behavioral data

Answer 4

past behavioral information in social media that supports to predict future action

Question 5

referrals data

Answer 5

ratings, reviews, and non-verbal attitudes generate referral data

Question 6

location data

Answer 6

real time location data of consumer

Question 7

intention data

Answer 7

data in social media that indicates consumers’ future buying intentions and activity

Question 8

topic modeling definition

Answer 8

detecting dominant themes or topics by sifting through a large body of captured text

Question 9

purpose of topic modeling

Answer 9

helps to identify underlying themes/topics

Question 10

opinion mining definition

Answer 10

focuses on the views, beliefs, and judgement rather than considering positive or negative sentiment

Question 11

purpose of opinion mining

Answer 11

measures the views and beliefs based on the criteria that depend on the purpose of analysis

Question 12

sentiment analysis definition

Answer 12

interpretation of data of public/consumer/user sentiments, evaluations, appraisals, attitudes, and emotions towards entities such as products, services, organizations, individuals, issues, events, topics, and their attributes

Question 13

purpose of sentiment analysis

Answer 13

measures the individual, group, community’s emotions toward any types of events, products, services, brands, etc.

Question 14

social network analysis definition

Answer 14

analysis of the social network made up of individuals called nodes and connected with other nodes with similar interest; data analysis technique includes number of nodes, frequency of edges

Question 15

social network analysis is the only type of social media analysis that

Answer 15

looks more outward

Question 16

purpose of social network analysis

Answer 16

measures the types and depth of relationship between the networks; predict a person’s beliefs based on their network

Question 17

trend analysis definition

Answer 17

predicting market trends or customer behavior using historical data

Question 18

purpose of trend analysis

Answer 18

forecasting sales, market share, customer growth, or movements in the stock market

Question 19

popularity prediction definition

Answer 19

collecting positive and negative opinion/ranks/feedbacks, shares and likes on certain subjects or events and to understand the level of current popularity and forecast the future based on the current evidence

Question 20

purpose of popularity prediction

Answer 20

allows organizations to forecast the future demand of products, services, or events

Question 21

customer engagement analysis definition

Answer 21

the process to prolong the conversation or events or activities with social media participants or users; without proper incentives it is difficult to create engagement for a long time

Question 22

purpose of customer engagement analysis

Answer 22

measure the success of the online activities; helps organization to understand the current situation and next action needed to be successful online

Question 23

visual analytics definition

Answer 23

iterative process that involves information gathering, processing, and decision making

Question 24

purpose of visual analytics

Answer 24

use graphical interfaces to present, explore, and confirm relationships among variables

Question 25

use bar charts to

Answer 25

compare data across categories

Question 26

use line charts to

Answer 26

view trends in data, usually over time (show a value evolving)

Question 27

instead of making a pie chart the focus of your dashboard, try using them to

Answer 27

drill down on other visualizations (add information)

Question 28

use maps to

Answer 28

show how location correlates with trends in your data

Question 29

use scatter plots to

Answer 29

investigate the relationship between different variables

Question 30

scatter plots are an effective way to give you a sense of

Answer 30

trends, concentrations, and outliers

Question 31

use Gantt charts to

Answer 31

display a project schedule or show changes in use or activity over time

Question 32

use bubble charts to

Answer 32

show the relationship between three or more measures

Question 33

use histograms to

Answer 33

understand the distribution of your data (how data falls into categories)

Question 34

use a bullet hart to

Answer 34

quickly compare a metric to a goal (“how are we doing”)

Question 35

use heat maps to

Answer 35

compare categorical data using color (best for presenting data sets with lots of categories)

Question 36

use highlight tables to

Answer 36

draw attention to detailed information

Question 37

use treemaps to

Answer 37

show data with multiple levels of categorization

Question 38

use box-and-whisker plots to

Answer 38

show the distribution of a data set; see how data is skewed towards one end and identify outliers

Question 39

use a candlestick chart for

Answer 39

showing financial data